• by Ray Schultz , July 25, 2023

Whether through email or other channels, brands are failing to serve their Hispanic customers.  

Only 43% of Hispanics feel brands understand them. And 50% say understanding is very important, according to the Hispanic Fact Pack, a study Intelligence Center from My Code. 

These cultural elements leave Hispanic consumers feeling understood: 

• Makes me feel like the brand understands me 
• Includes relevant elements of Hispanic culture 
• Depicts people in ‘everyday life’ situations 
• Illustrates clear stance on social issues/causes/care about 
• Features Hispanic people in ways that break racists stereotypes 
• Features mix-race families 
• Features unconventional beauty/physical appearances 
• Depicts home/work settings similar to my own 
• Depicts diversity as part of mainstream American culture 
• Has people of the same age as me
• Uses a language other than English I speak at home 
• Has people of same ethnic background as me
• Features non-traditional family structures. 

The Hispanic population grew by 19% between 2010 and 2020, and 44% of its members identify as multiracial. 

It is also a younger population — the median population is 30.5%, 8.3 years below the U.S. median age of 38.8. In addition, 81% are U.S. citizens, up from 74% in 2010. Only 32% are foreign-born, down from 40% in 2007.

In general, Hispanics are 51% more affluent — the median household income jumped from $41,165 in 2010 to $60,566 in 2021.  

Building on its 2022 research, Intelligence Center from My Code surveyed 690 Hispanic adults, and conducted a qualitative survey with a sample of 79 individuals.